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November 12, 2025 – Menace, a disruptive new iGaming brand backed by its own media operation, has officially launched with the mission to create player experiences where power, entertainment and money collide.
The brand was founded by experienced iGaming executive Dmitry Belianin, alongside a group of industry veterans.
Menace is supported by a media group operating under the same banner, which has already built a following of 2.5 million across social media platforms and is generating 400 million monthly organic views—a dramatic rise from 30 million at the start of the year.
The brand’s media success has been fuelled by its bold take on sport and unapologetically male aesthetic, spanning several niches including MMA, boxing, NFL, football and padel.
“With Menace, we’re declaring war on the ordinary,”
said founder Dmitry Belianin.
“We are building Menace into a cult-like, global lifestyle and entertainment brand across sports, media and gambling.
The aim is to eventually enter the biggest regulated markets in the world, and the early success of our media assets shows we have the potential to scale extremely quickly. Soon, everyone will want to become a menace.”
A team of 85 has been building Menace in stealth mode over the past few months. The brand, which plans to operate in regulated markets, combines flexible payments in both fiat and crypto with modern technology, free-to-play experiences, media assets, and other gambling verticals. Its focus is on delivering the ultimate player experience.
Additionally, Menace has launched its affiliate programme, Menace Partners, designed to grow alongside some of the boldest names in content and marketing.
